Virtual operators to the bottom of the big

Research purposes:

1, virtual operators landing imminent, tariff price war to become their own first batch of users of the general mode;

2, but the basic operators to set aside the price of limited space, long-term look must be combined with their own business to do differentiated competition;

3, the virtual operator through the mobile business, you can get through their own account system, the completion of the business and the user line offline connection, open mobile end;

4. For licensed enterprises, they will gain new advantages in the competition with other rivals in their respective industries.

Virtual operators bring about changes in communication industry

As soon as the beginning of next month, in addition to the traditional three major telecom operators, users can also enjoy the power of more channels to convince. The emergence of virtual operators, China's communications industry in the past 10 years a major change, its impact on communications, Internet, home appliances, games, logistics and many other fields.

Virtual operators can be commonly understood as a communications business agent, that is, from China Mobile, the Chinese unicom, the three basic telecommunications operators to rent a part of the communications network, and then through their own billing system, customer service number, marketing and management system, the service resale to consumers.

At present, the first batch of virtual operators a total of 19, respectively: Bus online, share communications, DI-letter communication, music language communication, audio communications, and repeatedly science and technology, Xiang Lian letter, Beijing-east, north latitude communication, million network, the world, the United States, Suning, Eschde, Suzhou snail, 35 interconnected, medium-term group, the Yangtze River era, far-special communications.

19 Virtual Carrier Information Summary

With the release of some virtual operators ' business brands and products, this field is becoming a hot topic for users in the industry and even the whole network. What are their characteristics? How to enter the market? What is the difference between the service of the existing carrier and the industry? Similar to the many questions, we will do a detailed reading in the next article.

First, the price war to seek the initial users

At present, 19 virtual operators who have been granted resale qualifications can be classified into five categories. The first category is the terminal channel business, including di-letter, music language communication, Eschde, audio Communications, Gome, suning, telephone world; the second category is the industry solutions, including the sharing of communications, Huaxiang Communications, far-special communication; The third category is the Internet enterprises, such as Beijing-east, and the fourth category is game enterprises, including Suzhou snails and northern latitude communication; The remaining enterprises are classified as the fifth category, they are the traffic new media bus online, the logistics area of the medium-term group and the Yangtze River era, do mobile payment of the technology, and data cloud computing million network and 35 Internet.

To "170" as the beginning of the mobile phone number, is the virtual operator exclusive segment, of which, 1700th belong to the telecom partner, 1705th part of the mobile partner, 1709th segment belong to China Unicom Partners. On this basis, the virtual operators also launched a corresponding business brand. such as the bus online "China-Mai Tong", sharing the network of "sharing communications", music language Communication "wonderful" and so on.

It is understood that the virtual operators the fastest starting from next month, the business will be the landing. Once the change has been brewing for half a year, once in the practice period, competition in the industry will inevitably be intensified, and in many possible areas, tariffs may become the most direct and effective means of competition for virtual operators.

Low tariff test water has been launched. With the number ushered in the countdown, the family set package fees are unveiled. Virtual operators are cheaper to call than traditional operators, such as the recent phone world to start a 170 mobile telephone number booking, and launched 11 kinds of Long (9.9) series packages, the minimum of 29.9 yuan/month. In addition, the hand Tour enterprise snail mobile launched the "no card" does not set all kinds of monthly rent packages, but the implementation of 399 yuan a year of unified pricing, voice calls and SMS full free, half a year 3G Internet traffic. For traditional operators, the price war is looming.

As a new member, we all hope to get the first batch of users as soon as possible as the basis for subsequent development, so the price war will be unavoidable in the short term after all the 19 virtual operators ' fee schemes are announced. This is good news for users, but whether it really lowers the user's tariffs requires further observation.

Shong, secretary general of China's virtual operator Industry Alliance, said: "The resale price will not be cut too fast, otherwise the virtual operators may be a price war to obtain more users and interests, this is not in line with the original intention of the ministry." ”

Second, the family's mind play

With relatively preferential prices to disrupt the market, virtual operators successfully attracted the attention of consumers. Virtual operators in the future living space, certainly not in the communications package sale. Short-term borrowing price advantage or can expand the user, but from the resale business to earn the difference is afraid to become a long-term profit model. The three operators to the virtual operators of the wholesale price although there is a certain degree of flexibility, but in the premise of ensuring profitability, operators can never give too much space for their own customers to lose.

After the price war, how to operate its own brand core competitiveness is the key to the success of virtual operators. Wang Jinhu, chairman of the bus online, said that the price is part of the initial business test water, after all, the family has not done virtual operators, are stones. But low tariffs, traffic at the end of the month and other measures is not the real means, how to develop their core business expansion is the key.

If it is not the package card, where is the development direction of the virtual operator and how to cut into the market?

From the commercial operation, the virtual operator does not have the network, but through the network leasing and use, can provide customers with differentiated, characteristic services, but also into the new business development, operation, promotion, sales and other fields, so that users can provide more professional services- This is the flexibility that traditional operators do not have in their genes.

Based on this, the virtual operators will be more focused on the market segments of users, combining their own domain and business characteristics, the introduction of customized services. The potential users and large data accumulated by the virtual operators for many years have provided the innate basis for their niche development.

To share communications, for example, the Business-to-business enterprise, which started out as a business application solution, is planning to provide a more secure and healthy personal information service to educate this segment in section 170th.

Share communications The Chairman said that the virtual operators in the original areas have a certain advantage, how to combine the new role of virtual operators is the focus. The overall replication operator model is clearly unrealistic, and capturing niche markets is the best way to do it during the pilot period.

Similar practices and music communication power mobile health field, Beijing East using mobile phone number to achieve the identity of the network customers, to establish online and offline customer contact, exerting power mobile operators, bus online with the use of bus WiFi.

Liu Donghai, Chairman of the board, said that at this stage, the virtual operators resell communications business profitability is very limited, the main way of profit is value-added services sales. At present, the proportion of consumers in the selection of value-added services at the Di-shun purchase machine has climbed nearly 90%.

Iii. concerned, subterfuge

As the business model of virtual operators becomes clearer, another question is worth exploring: Why are so many companies pouring into virtual operators?

Mobile phone terminals are the first interface for users to contact mobile Internet. All products, applications, marketing elements to enter the mobile internet, must be around the mobile terminal. 19 virtual operators involved in a number of industries, but to seize the "mobile Internet portal" goal, to prevent users in the mobile era of loss, is the common goal of their hearts.

In the future, virtual operators may be more focused on traffic management, and the basic operators will inevitably be "piped." Virtual operators will provide a liquidity channel for mobile internet companies, and virtual operators such as shared communications will become mobile internet portals for industry applications.

In the same way, the electric giants such as Jingdong have the same goal. Jingdong Mall currently has 60 million registered users and perfect membership system, but its user account lack of network versatility. and through the identity of the virtual operator, Jingdong can use mobile phone number to realize the identity of the network customers, set up online and offline customer contact. Through the customer mobile phone usage and shopping records analysis, more targeted to the customer recommendations.

BEIJING-East senior vice President Wang Lisong said that the Beijing-East tariff package will soon be launched, with high cost performance at the same time, combined with the characteristics of Jingdong users themselves, content and services more accurate, with differentiation, meticulous and personal customization.

Iv. opportunities and pressures to pry and move the pattern

From the overall point of view, the arrival of virtual operators so that private capital can finally legally participate in the monopoly of the telecommunications industry, not only to stimulate the vitality of the industry, but also can prosper the communications market and stimulate telecommunications reform.

From the local point of view, the virtual operators and the basic operators, is not a simple competitive relationship. In cooperative mode, virtual operators will bring more opportunities to the basic operators. On the one hand, virtual operators can explore new business model for basic operators, on the other hand, it can help basic telecom operators to carry out traffic management and develop new business models.

In the long run, the competition and cooperation between each other can improve the competitive level and service level of mobile communication market. In terms of the operating model, the two sides are a total win, divided by the proportion of different enterprises.

Pressure is also present. The business and cooperation agreements provided by the basic operators to the virtual operators are still in the dominant position by the basic operators. In terms of price, service mode and service quality, it is necessary to have enough legal restrictions at night, otherwise the basic operators may close the gate at any time and limit the business development of virtual operators.

From the industry point of view, virtual operators involved in a number of areas, the impact and catalytic effect will gradually appear. In the new media, E-commerce, mobile games, terminal channels, industry applications, cloud computing, logistics, third-party payments and other fields, because the arrival of virtual operators, will quickly subvert the operation of these industries thinking, reshaping the industry business model.

Take the logistics industry as an example, the medium-term group and the Yangtze River era represent the virtual operators through the integration of logistics industry, communication capabilities (voice, SMS, data, etc.) into the logistics field. Users can participate in the logistics process, realize real-time monitoring and management of logistics, eventually combined into logistics products, the flow of logistics into mobile phone traffic flow, to realize multiplier value, enhance business model.

Another impact and pressure from virtual operators will point to opponents in the industry that have not been eligible for resale.

Bus online chairman said that there is no direct competition between virtual operators, because their respective fields, different business, and even do not rule out the future cooperation and mutual win. The real impact will occur in companies that have not yet been eligible for resale in the respective field, and their future living space will be greatly challenged.

It is understood that in the bus online with the force of the bus wif market, there are colorful group (e-Road WiFi) and Guangzhou Lark (Flash Network), in the mobile media market, there are media outlets and China to see the media, and other competitors. By the same token, in the face of competitors who have been added to the "virtual operators", the entire market layout and strategic impact must be reassessed.

In the future development, the virtual operator needs to pay attention to several questions: first, the service capacity, once the business scale online, will involve the terminal, network, business and other dimensions of services, especially the virtual operators and industry applications generated by Cross-border products; second, the need for professionals, proficient in mobile business and the market talent is currently hot-holding; Third, the ability of continuous combat, short-term virtual operators are unlikely to be profitable, earnings will be affected, the core value-added services to the introduction of the market needs to run, users and scale also need time to exchange.

Conclusion: How to cut the cake in 20 billion market

How big is the space of the virtual operator? Data show that 2013 China's basic telecommunications to achieve the telecommunications revenue of 1.17 trillion yuan, according to foreign experience virtual operators accounted for the overall telecommunications business income between 1.5% to 2%, only 2013 years of data calculation, China's virtual operators in the initial market space of about 20 billion yuan.

The market is so big that it will inevitably pour into more virtual operators. From the development of global virtual operators, the market share of the more open European telecom market can reach more than 15%, but most countries are not more than 5%; the market share of 12 virtual operators in Hong Kong is not more than 6%. In the next 5 years, the virtual operators market size optimistic estimate reached 70 billion. But it usually takes 4-6 years for the industry to recoup its investment and operate for 3-5 years to make a profit.

No matter how much of the end, for them to do their own core business in the direction of value-added services, because in the communication has tended to the full market, at least to give users a choice of paragraph 170th reasons. Price war, customized services, and their own products combined ... There are many ways to cut the cake, the key is to find the best for their own.